Increasing your conversion rate is a science. It’s based on creating data driven changes to your website in order to coerce your target consumer to purchase your product or service.
I part 1 of my conversion rate series, I showed how split testing is an ongoing process and not just a one time deal. Over time, things change. What works now may not be the best fit for your business tomorrow.
There’s always room for improvement.
It’s important to make continuous changes so that you ensure that you are receiving the optimal results.
I also showed the importance of testing based on information instead of emotions, and I covered also covered how miniscule changes in the wording that you use on your site can enact a HUGE change in conversions.
If you haven’t had the opportunity to read it, I suggest you do, whenever you get the chance.
In today’s post, I will be providing you with even MORE juicy tips in hopes of helping you to increase the conversion rate of your own campaigns.
Let’s get started…
Proof, Proof, and More Proof
When your target consumer comes visits your website, they want to see verifiable proof that your product or service lives up to your hype.
Over the years I’ve seen countless websites and sales pages that contains incredible sales copy, but deep down I know that their site is unlikely to perform very well because they failed to show any proof of their claims.
It’s important to understand the people are naturally skeptical when shopping online. After all, at a Wal-Mart or another brick and mortar store, the consumer has the option to physically view and inspect an item in order to make a determination as to whether the store’s claims are legitimate or complete BS.
They can see for themselves whether the claim “world’s most comfortable bicycle seat” or “highest resolution tv on the market” is legit or just a façade. The same can’t be said for digital goods.
Plus, just about anyone can sell products online, so the amount of fraud that occurs is much higher in the online world. Yes, consumers have a reason to be skeptical.
That is why it is up to you to ensure that you show that your product is the real deal; whether it’s in the form if short videos, screenshots, or positive reviews from others that have tested your product.
In a previous post I showed how the addition of social proof in the form of positive reviews can impact how a potential consumer views your product or service.
Adding your proof is not enough, you need to ensure that it’s highly visible (i.e. impossible to miss). Often time’s marketers choose to create a lengthy sales page and add their forms of proof somewhere in the middle of the page.
To me, this makes absolutely no sense as your proof will just get lost somewhere in the mix. In one particular case study, Wikijobs.co.uk increased their sales by 34% simply by adding 3 highly visible testimonials to their sales page.
The Goal is Revenue and Not Just Sales
I know what you’re thinking; this doesn’t quite make sense, does it?
After all, this entire post is supposed to be about increasing conversions, right? Well first, we have to remember why you’re even working to increase your conversion rate to begin with; to earn more money!
When you begin running your tests, there may come a time that your conversion rate actually decreases, but your gross revenue increases.
There are two primary reasons why this actually occurs.
Reason #1 – You increased the price of your product.
Here’s an example. Let’s say you sell a widget online and receive 10,000 visitors per month, 5% (500 visitors) convert to paying customers, and earn $20 per sale. That’s a gain of $10,000 a month, which is a pretty good chunk of change.
Let’s say that you decided to test, and increased the price of your widget to $40. Let’s also assume that your traffic remains the same (10,000 visitors a month), but due to the price increase, your conversion rate drops to only 3%.
Now, if we were focused solely on your conversion rate, then this test would look like an epic failure. Instead, you’re intelligent to know that even though your conversion rate decreased, your overall revenue increased to $12,000 a month ($2,000 more than previous months).
Reason #2 – You provide multiple options.
Whether you realize it or not, we’ve all seen this happen. When presented with multiple options, an online business will usually try and push a slightly higher priced option.
Here’s an example below…
Above is a screenshot for the pricing table for the uber successful Optimizepress plugin. As you can see, they offer 3 specific options to choose from, each at a different price point.
You’ll also notice that they are paying particular attention to their most expensive option by not only making the box larger so that it sticks out, but by also making the price bolded, and also placing a tag at the top that says “Best Value”.
By focusing their efforts on selling their most expensive option instead of pushing their cheapest option, they likely saw a reduction in conversion rates.
Though they may have seen reduction in the overall amount of conversions, they also likely saw more sales for their “Pro Package”, which far makes up for the difference in the amount of conversions.
So when you begin optimizing your site, it’s important to pay attention to revenue and not just the amount of conversions received. Though an increase in conversions is awesome, and increase in revenue is even better.
Results can change dramatically at the drop of a hat. This is important to keep in mind when testing. Just because a split test showed an increase in conversion on Monday and Tuesday, does not mean that it will continue to perform as well on Friday and Saturday.
Your tests should last as long as required to gain verifiable proof as to how your specific change will affect your conversions. If it takes 2-3 weeks, then it takes 2-3 weeks. Rushing your tests will do nothing but lead to inevitable disaster and a loss of time and money on your part.
It’s not uncommon for a test to show an incredible increase in conversions on day one, only to lose steam and fizzle out as time passes.
Remember, your online business plan should be focused on long term success, so every test that you perform needs to show long term improvement before you make a permanent change.
In Part 3 of this series, I’ll be revealing more tips, tricks, and a slew of case studies that will undoubtedly help you on your online journey for years to come.
Also, if you have a method that you use to help increase your conversion rate, feel free to leave it in the comment section below.